Publications

December 1987
Case

John Hancock Financial Services: Sports Sponsorship

By: Stephen A. Greyser

Senior corporate communications executives of a major financial services firm are reviewing the company's sports sponsorship program and are considering expanding it. Hancock already is the corporate sponsor of the Boston Marathon and has the opportunity to sponsor the... View Details

Keywords: Communication Strategy; Brands and Branding; Marketing Strategy; Performance Evaluation

2016
Working Paper

More Effective Sports Sponsorship—Combining and Integrating Key Resources and Capabilities of International Sports Events and Their Major Sponsors

By: Ragnar Lund and Stephen A. Greyser

Organizations in the field of sports are becoming increasingly dependent on sponsors for their value creation and growth. Studies suggest that sports organizations (rights-holders) often fail to exploit the full potential of such sponsorship partnerships. The aim of... View Details

Keywords: Sponsorship; ＂Sports Organizations,; Case Study; Europe; Business Relationships; Collaborative Marketing; Value Co-creation; Relationship Portfolio Management; Value Creation; Cases; Marketing; Sports; Sports Industry; Europe

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June 2013 (Revised February 2014)
Case

FanMode: Launching a Global Sports Venture

By: Shikhar Ghosh, William R. Kerr and Alexis Brownell

Neven Murugan is developing FanMode, an app that allows sports fans all over the world to broadcast their reactions in real time into stadiums where their team is playing. It also provides social networking across sports fans. The company is growing, and its founders... View Details

Keywords: App Development; Location Choices; Structure Of The Firm; Global; Entrepreneurship; Social Media; Sports Industry; Sports Industry; United Kingdom; South Africa

February 1999
Case

Sports Agents: Is There a Firm Advantage?

By: Stephen A. Greyser and Brian R. Harris

Focuses on the decision of a young tennis player on what kind of agent to have as his representative. The choice is between someone in a large sports management/marketing firm and an independent agent representing a small number of individual athletes. Outlines the... View Details

Keywords: Decision Choices and Conditions; Knowledge Management; Marketing Communications; Marketing Strategy; Organizational Structure

July 2015 (Revised January 2020)
Case

Horst Dassler, Adidas, and the Commercialization of Sport

By: Geoffrey Jones, Michael Norris and Sophi Kim

The case focuses on the career of Horst Dassler, the son of the founder of the German-based sports shoe manufacturer Adidas. The origins of the firm were in the interwar years, and it rose to public prominence after it provided spikes for Jesse Owens, the famous... View Details

13 Jul 2017
Blog Post

Summer Snapshot: Interning in the Sports Industry

York Tell us what you are up to this summer. This summer I am working for The Madison Square Garden Company in the Corporate Development & Strategy group. After four years in banking, I wanted to work in the sports and entertainment... View Details

Keywords: Entertainment / Media / Sports

01 Dec 2005
News

Sports in the Classroom

Football (both kinds) is a learning tool in HBS classrooms. Professor John Quelch has produced a paper case and video series on soccer powerhouse and blockbuster brand Real Madrid that features interviews with players and management as well as game footage. View the... View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services

July 1995
Teaching Note

Sport Obermeyer, Ltd. TN

By: Janice H. Hammond and Ananth Raman

Teaching Note for (9-695-022). View Details

Keywords: Sports Industry; Sports Industry; United States; Hong Kong

Awards

Alpha Award for Best Research Paper

Winner of the 2013 Alpha Award for Best Research Paper at the 2013 Sloan Sports Analytics Conference for his paper with Timothy Chan, "The Value of Flexibility in Baseball Roster Construction." View Details

12 Aug 2013
Video

Fola Folowosele on the Business of Sports

May 1973
Case

Erikson Sporting Goods Co.

Find at Harvard

07 Feb 2010
News

The business of sport

19 May 2015
News

Demise of sports dynasties often widely celebrated

4 PM – 5 PM EDT, 07 Apr 2021
Virtual Programming

Sports As A Classroom: Lessons in Leadership, Diversity, Inclusion & Impact from Women in Sports

Join us for a virtual panel discussion with some of Harvards sports leaders as they share lessons about the importance of diversity, the impact of inclusion, and their journey to successful leaders. Panelists: Tari Cash, Founder & CEO at City Swing Golf, Harvard... View Details

August 2015
Case

Whistle Sports: An Online Sports Network for Millennials

By: Robert F. Higgins and Christine Snively

By January 2015, Whistle Sports, a multi-platform sports network for millennials, had attracted over 54 million online subscribers on YouTube, Instagram, Twitter, Facebook, Google+, and Vine. It established partnerships with several professional sports leagues and... View Details

Keywords: Technology; Internet; Websites; Technology Networks; Sports; Entrepreneurship; Information Infrastructure; Business Startups

March 2021
Case

Sky Deutschland - Bidding for Sports Rights (A)

By: Felix Oberholzer-Gee, Sascha L. Schmidt, Renate Imoberdorf and Sebastian Koppers

Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed “every game, every goal.” In... View Details

Keywords: Sports; Entertainment; Television Entertainment; Intellectual Property; Auctions; Bids and Bidding; Sports Industry; Sports Industry; Germany